Sprinklr acquires Nanigans social ad business, now managing more than $1.5 billion in ad spend

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Martech platform Sprinklr has acquired Nanigans’ social advertising business, bringing the total amount of ad spend managed via Sprinklr’s Modern Advertising platform to more than $1.5 billion. Nanigans, a performance ad company supporting retail and gaming advertisers, will keep ownership of its incrementality business which focuses on measuring advertising effectiveness.

Sprinklr said “many former” ad specialists from Nanigans will be joining Sprinklr’s team. The deal includes the acquisition of Nanigans data management, predictive analytics, optimization, campaign management and granular real-time reporting attached to Nanigans’ ad business across Facebook, Instagram and Twitter.

Why we should care

Sprinklr has positioned itself as a leading marketing technology platform and is aiming to be a full-scale customer experience provider, offering marketing, advertising, research and customer service solutions. The addition of Nanigans’ social advertising business will boost one of its primary areas of focus (social ad campaigns) and give Sprinklr access to new talent and a sizeable pool of performance advertising data.

“Sprinklr is also gaining an experienced team of leaders who understand how to help brands drive real business goals on social. I’m looking forward to seeing this team thrive as part of the Sprinklr family,” said Nanigans CEO Ric Calvillo.

More performance advertising data from Nanigans gives Sprinklr deeper insights into social ad campaigns, which, in turn, could help the platform better optimize client campaigns — especially with a new team of experienced ad specialists to back it up.

More on the news

  • The social advertising will be managed via Sprinklr’s Modern Advertising product.
  • Sprinklr CEO Ragy Thomas said the acquisition will enhance the company’s Modern Advertising platform while also helping brands, “Reduce the number of point solutions in their martech stack.”
  • Sprinklr recently rolled out more than 400 new updates to its platform, including integrations with Microsoft Dynamics 365 and Trustpilot.


About The Author

Amy Gesenhues is a senior editor for Third Door Media, covering the latest news and updates for Marketing Land, Search Engine Land and MarTech Today. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including MarketingProfs, SoftwareCEO, and Sales and Marketing Management Magazine. Read more of Amy’s articles.



Sprinklr rolls out monster-size list of updates with Microsoft Dynamics 365, Trustpilot integrations

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Sprinklr, the once-upon-a-time social media listening and management tool that now bills itself as a customer experience platform, has released its latest list of fall product updates. The company says it is rolling out more than 400 new features, with updates across multiple product lines. There are new integrations with Microsoft Dynamics 365 and Trustpilot, a “Smart Compliance” content review feature, a comprehensive planning tool for editorial calendars and more.

The latest integrations. Two major platform integrations announced by Sprinklr include Microsoft Dynamics 365 and Trustpilot. The Microsoft Dynamics 365 Connector that is now available across all of Sprinklr’s family of “Modern” products — marketing, advertising, research, care and engagement solutions — allows users to engage with their customers via social and messaging platforms within the Microsoft Dynamics 365 environment. “Or, social care teams can work within the Sprinklr platform and take advantage of seamless, bi-directional data synchronization with Dynamics 365,” reports Sprinklr.

The Trustpilot integration, now part of Sprinklr’s Modern Engagement product, makes it possible to engage and respond to company ratings and reviews received via the Trustpilot platform. (The Modern Engagement product also has enhanced search options within the Social Asset Manager to locate assets more quickly.)

AI-powered features. The Modern Marketing product now comes with a “Smart Compliance” feature that the company says uses AI to review and analyze content — both text and visuals — so that the content complies with predefined campaign guidelines and ensures consistency across brand, voice and imagery details.

There is also a new “Smart Bidding” feature that is part of Sprinklr’s Modern Advertising platform. The AI-powered bidding technology is designed to help advertisers determine the “ideal bid strategy” across channels and campaigns by identifying the lowest bid amount required to me meet pacing goals.

Other AI-powered additions include a “Smart Quick Insights” tool that provides quick answers to questions submitted via Sprinklr Explorer (the research product), and “Smart Alerts” that provide real-time notifications about brand and competitor activity, for example, accelerated outbound publishing activity, surges in engagement or steep rises in follower counts.

A Global Planning Timeline for ad campaign managers. Sprinklr has rolled out a master Global Planning Timeline tool as part of its editorial calendar solution that lets advertisers manage non-social and paid campaigns across all channels, markets and business units.

Sprinklr’s Global Planning Timeline tool

“The interactive timeline provides a single view of all planned content and campaigns with zoom-in, zoom-out and smooth scrolling features,” writes Sprinklr.

Why we should care. Sprinklr is investing heavily to join the ranks among leading all-inclusive marketing platforms. Earlier this month, Sprinklr CEO Ragy Thomas told CNBC that the company could announce plans for an IPO within the next 12 to 24 months. With these updates and integrations, Sprinklr can increasingly function as marketing teams’ planning and operations hub.


About The Author

Amy Gesenhues is a senior editor for Third Door Media, covering the latest news and updates for Marketing Land, Search Engine Land and MarTech Today. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including MarketingProfs, SoftwareCEO, and Sales and Marketing Management Magazine. Read more of Amy’s articles.



Sprinklr adds live chat component to its marketing platform

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Sprinklr is joining the growing list of companies offering live chat capabilities. The new feature be will offered on the Sprinklr Modern Care marketing platform, making it possible to provide real-time support to website visitors and mobile app users.

Sprinklr Live Chat users can enable a chatbot or assign incoming chats to live agents. Agents will have access to a dashboard that displays all of the customer queries relating to a specific case and any efforts taken to resolve the issue. The chatbots are powered with artificial intelligence technology capable of answering standard queries.

The feature is customizable and includes “Smart Response Recommendations” which offer up suggested responses for live agents and AI-powered sentiment analysis to identify incoming chats as either positive, neutral or negative.

Why we should care

Responding to customers in real-time has become a necessity for brands wanting to provide an exceptional digital experience. By adding a live chat feature to its platform, Sprinklr is giving users a unified marketing solution with additional customer support capabilities.

A Fortune 500 company in the manufacturing industry reports Sprinklr Live Chat helped it double the number of daily customer queries it was able to respond to from 1,000 to 2,000. The company employed the feature on more than 50 websites in 40 different languages, decreasing its average response time to customer queries from 90 minutes to 25 minutes.

More on the news

  • Sprinklr Live Chat will allow users to exchange text, images, video and send attachments via the function, and businesses will have the option to “hide” the feature outside of business hours.
  • The feature includes Sprinklr’s existing technology capabilities, including automation and governance, to deliver a, “consistent experience across all brand channels.”
  • Founded in 2009, Sprinklr is headquartered in New York City and has offices in 15 countries.


About The Author

Amy Gesenhues is a senior editor for Third Door Media, covering the latest news and updates for Marketing Land, Search Engine Land and MarTech Today. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including MarketingProfs, SoftwareCEO, and Sales and Marketing Management Magazine. Read more of Amy’s articles.